Unified communications is a rapidly changing market without a clearly defined product offering. Selling unified communications successfully requires being able to quickly understand and integrate new technologies, and the flexibility to evolve quickly as the landscape changes.
Companies that make their livelihood as resellers of telecommunications equipment spent decades essentially selling the same thing. A PBX was a PBX and it was basically built on the same PBX technology as a PBX from 30 years ago. Things have changed over the last decade though, and the pace of change seems to pick up exponentially from year to year.
A recent blog post noted “Some channel partners are still trying to figure out VoIP and now there’s unified communications, virtualization, and the cloud!” That is true, but don’t leave out virtualized unified communications in the cloud.
That same blog post went on to say “Business as usual or TWIWAD (”that’s the way it was always done”) definitely isn’t today’s formula for success.”
Success depends on three things:
- Stay informed and educated on emerging technologies and understand how they integrate with existing technologies and the value they provide.
- Establish a consultative relationship with customers and sell solutions- not specific products or services. The customer doesn’t care who the vendor of the software is or how the hardware is architected as long as it works and helps solve business problems.
- Don’t forget #1 and #2- but especially don’t forget #2.
Adapt. Evolve. Succeed.